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Pitch + Commit
GRAVITYTANK TALKS WITH ASTHMA E2AN
ANN HINTZMAN + ANTONIO GARCÍA | 09 SEPTEMBER 2015
ASTHMA E2AN WEBINAR | PCORI × GRAVITYTANK | PRIVATE & CONFIDENTIAL
Today, we’ll cover…
HUMAN CENTERED
PITCH
VISUAL DESIGN
SHARPIE DECK
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HUMAN CENTERED
PITCH
Introduce a framework for delivering a compelling project pitch to potential stakeholders, partners, funders and others.
So tell me about your project…”
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ASTHMA E2AN WEBINAR | PCORI × GRAVITYTANK | PRIVATE & CONFIDENTIAL
Who are you sharing with?
• Patient study participants • Partnering organizations (local, state, national)
• Academic medical center • Health systems • Clinician + Research colleagues • Patient and stakeholder partners
• PCORI • Professional organizations • Payers • Medical societies • National media • Patient and caregiver advocacy organizations
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ASTHMA E2AN WEBINAR | PCORI × GRAVITYTANK | PRIVATE & CONFIDENTIAL
The first step to building your pitch is finding your lead/thesis
what you know and want to share
what matters most to them
your thesis
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ASTHMA E2AN WEBINAR | PCORI × GRAVITYTANK | PRIVATE & CONFIDENTIAL
Structuring your pitch Once you’ve identified your thesis, use a 5-part structure to craft your pitch
PARTS OF THE PITCH
SET UP | CONTEXT | NEED | SOLUTION | CALL-TO-ACTION
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ASTHMA E2AN WEBINAR | PCORI × GRAVITYTANK | PRIVATE & CONFIDENTIAL
Who are you? Help people orient themselves for what coming up
SET UP | CONTEXT | NEED | SOLUTION | CALL-TO-ACTION
Hello, my name is (greeting)
I am/I do (identity)
I want to talk to you about (request attention)
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ASTHMA E2AN WEBINAR | PCORI × GRAVITYTANK | PRIVATE & CONFIDENTIAL
What’s going on? Give proof the problem deserves attention using factual evidence
Asthma burden is high in inner-city minority adults, despite the existence of safe and effective medication.
In our city (e.g., Chicago), n million adults are impacted.
In this room, that means n people in your row would be effected.
This matters, it’s a fact
TIP: Tune the context to what your audience knows. This should be familiar but not feel remedial.
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SET UP | CONTEXT | NEED | SOLUTION | CALL-TO-ACTION
ASTHMA E2AN WEBINAR | PCORI × GRAVITYTANK | PRIVATE & CONFIDENTIAL
What are you trying to solve? Emotional appeal illustrating the problem with relatable human examples
TIP: This is a great place to tell a story (anecdote and reflection) to reveal dimensions and nuance your audience didn’t know.
National experts and other stakeholders cite a pressing need to reduce parents' stress in order to increase their children's use of daily controller medications. However, few studies exist of interventions to manage stress among parents of youth with asthma.
“I was having an attack and I didn’t know.”
You can feel the need for something new
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SET UP | CONTEXT | NEED | SOLUTION | CALL-TO-ACTION
ASTHMA E2AN WEBINAR | PCORI × GRAVITYTANK | PRIVATE & CONFIDENTIAL
ASTHMA E2AN WEBINAR | PCORI × GRAVITYTANK | PRIVATE & CONFIDENTIAL
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MOBILE MATCH ALERTSPAGE 90
Halfway through his search, Oliver gets a Mobile Match Alert about a newly listed open house just a few blocks away that’s a near-perfect match to his Lifestyle Profile. What luck!
Oliver
What are you doing? Describe what you’re doing, its key benefit and how it’s different
TIP: Edit yourself. This isn’t about nuance and subtlety, it’s about the central hypotheses you’re testing.
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SET UP | CONTEXT | NEED | SOLUTION | CALL-TO-ACTION
ASTHMA E2AN WEBINAR | PCORI × GRAVITYTANK | PRIVATE & CONFIDENTIAL
What do you want me to do? Tell your audience what you want them to do next
If you are interested in receiving periodic information about the E2ANs generally or would like to be engaged as potential end-user for the Asthma E2AN, let us know.
• invest in your idea
• participate in your research
• pursue a course of action
• adopt new thinking
• change their beliefs
• stay connected or involved
Simple sign-up More Active
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SET UP | CONTEXT | NEED | SOLUTION | CALL-TO-ACTION
VISUAL DESIGN
Shout out the colors of the words
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STROOP TEST
Red Blue
Green Blue Red
Yellow
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What was the sentence?CANTOR TEST
I don’t think you’re going
to remember
much of
this20
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ASTHMA E2AN WEBINAR | PCORI × GRAVITYTANK | PRIVATE & CONFIDENTIAL
PRESENTATION DESIGN
Your audience has a limited attention span.
Presentation design is for the benefit of the audience. It’s about eliminating distractions and making it easy for them to digest what you’re trying to communicate.
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Why it matters
ASTHMA E2AN WEBINAR | PCORI × GRAVITYTANK | PRIVATE & CONFIDENTIAL
After the brainstorm
1 Once the ideas start to slow, start to analyze and organize • idea clustering
2 With the team, start to prioritize the concepts on the board • dot voting • map on a value 2×2
3 Dive deeper into some ideas and prototype • lo-fi prototyping
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SMALL GROUP IDEATION
ASTHMA E2AN WEBINAR | PCORI × GRAVITYTANK | PRIVATE & CONFIDENTIAL 25
ASTHMA E2AN WEBINAR | PCORI × GRAVITYTANK | PRIVATE & CONFIDENTIAL
Small group ideation After the brainstorm
1. Once the ideas start to slow, start to analyze and organize concepts with the group. method: clustering
2. Prioritize concepts on the board methods: dot voting, value 2×2
3. Dive deeper by prototyping method: lo-fi prototyping
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ASTHMA E2AN WEBINAR | PCORI × GRAVITYTANK | PRIVATE & CONFIDENTIAL
Small group ideation After the brainstorm
1. Once the ideas start to slow, start to analyze and organize concepts with the group. method: clustering
2. Prioritize concepts on the board methods: dot voting, value 2×2
3. Dive deeper by prototyping method: lo-fi prototyping
Navigation
Title
Content
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ASTHMA E2AN WEBINAR | PCORI × GRAVITYTANK | PRIVATE & CONFIDENTIAL
Small group ideation
After the brainstorm1. Once the ideas start to slow, start to analyze and organize concepts with the group.
method: clustering 2. Prioritize concepts on the board
methods: dot voting, value 2×2 3. Dive deeper by prototyping
method: lo-fi prototyping
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Emphasis with Size
ASTHMA E2AN WEBINAR | PCORI × GRAVITYTANK | PRIVATE & CONFIDENTIAL
Small group ideation After the brainstorm
1. Once the ideas start to slow, start to analyze and organize concepts with the group. method: clustering
2. Prioritize concepts on the board methods: dot voting, value 2×2
3. Dive deeper by prototyping method: lo-fi prototyping
Emphasis with Color
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ASTHMA E2AN WEBINAR | PCORI × GRAVITYTANK | PRIVATE & CONFIDENTIAL
Small group ideation After the brainstorm
1. Once the ideas start to slow, start to analyze and organize concepts with the group. method: clustering
2. Prioritize concepts on the board methods: dot voting, value 2×2
3. Dive deeper by prototyping method: lo-fi prototyping
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Emphasis with Spacing
ASTHMA E2AN WEBINAR | PCORI × GRAVITYTANK | PRIVATE & CONFIDENTIAL
Small group ideation After the brainstorm
1. Once the ideas start to slow, start to analyze and organize concepts with the group. method: clustering
2. Prioritize concepts on the board methods: dot voting, value 2×2
3. Dive deeper by prototyping method: lo-fi prototyping
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Emphasis with Weight
ASTHMA E2AN WEBINAR | PCORI × GRAVITYTANK | PRIVATE & CONFIDENTIAL
1. Once the ideas start to slow, start to analyze and organize concepts with the group. method: clustering
2. Prioritize concepts on the board methods: dot voting, value 2×2
3. Dive deeper by prototyping method: lo-fi prototyping
SMALL GROUP IDEATION
After the brainstorm
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ASTHMA E2AN WEBINAR | PCORI × GRAVITYTANK | PRIVATE & CONFIDENTIAL
1. Once the ideas start to slow, start to analyze and organize concepts with the group. method: clustering
2. Prioritize concepts on the board methods: dot voting, value 2×2
3. Dive deeper by prototyping method: lo-fi prototyping
Bigger font and shortened line length
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After the brainstormSMALL GROUP IDEATION
ASTHMA E2AN WEBINAR | PCORI × GRAVITYTANK | PRIVATE & CONFIDENTIAL
After the brainstorm
1 Once the ideas start to slow, start to analyze and organize • idea clustering
2 With the team, start to prioritize the concepts on the board • dot voting • map on a value 2×2
3 Dive deeper into some ideas and prototype • lo-fi prototyping
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SMALL GROUP IDEATION
SHARPIE DECK
ASTHMA E2AN WEBINAR | PCORI × GRAVITYTANK | PRIVATE & CONFIDENTIAL
WHAT A way to build presentations quickly and collaboratively
WHY It lets you work on a story in a flexible way before committing too much time to making the slides
SHARPIE DECK
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ASTHMA E2AN WEBINAR | PCORI × GRAVITYTANK | PRIVATE & CONFIDENTIAL
• Use markers so others can read from a distance
• Write your big points down,one per page
• Don’t worry about order yet
• Use headlines, not captions
• Take a pass at visuals if they’ll help make your point
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SHARPIE DECK
Start with half sheets + markers
ASTHMA E2AN WEBINAR | PCORI × GRAVITYTANK | PRIVATE & CONFIDENTIAL
Arrange half sheets in a way that makes sense
Fill in gaps and reword headlines as needed
Use rows for different sections
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SHARPIE DECK
Pin it up and look for the arc
ASTHMA E2AN WEBINAR | PCORI × GRAVITYTANK | PRIVATE & CONFIDENTIAL
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Ask yourself and your listeners:
• What were the main points?
• Do you believe what I said? why not?
• Does the story flow?
• Are there points that are distracting from the main story? (avoid Russian Doll syndrome)
• Is there content that can move to an appendix as support?
SHARPIE DECK
Pitch, iterate, and repeat
ASTHMA E2AN WEBINAR | PCORI × GRAVITYTANK | PRIVATE & CONFIDENTIAL
WHAT CAN YOU DO NEXT?
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• ask us a question • sketch out a sharpie deck for an upcoming talk • watch this video youtu.be/POsyl1EIHko • read The Art of Scientific Storytelling • work together to work differently
THANK YOU @gravitytankinc